and print ads, but it failed to make consumers deeplyunderstood what real benefits Tivo could deliver. And high price also made consumers difficult to buy unknown product. New competitors like MS, ReplayTV were watching for an opportunity to penetrate the market withsimilar products. AndTivo’s ad skip function could cause trouble with networks and advertisers. Itwas urged thatTivo should pre
TiVo system would effectively get attention from the viewers and efficiently promote the products.
Secondly, Use 'one-stop purchase' strategy during the program. One ofthe strengths ofTiVo system isthat users can interact withit. Users can communicate withTiVowith fast-forward, pause, thumbs-up functions, etc, andTiVo provides service to users' preference. Advertisers can take advantage
tothe CEO Tony Hsieh
Mr. Tony Hsieh is currently employed at Zappos.com, Inc. in the position of Chief Executive Officer and Director. Tony originally got involved with Zappos as an advisor and investor in 1999, about 2 months after the company was founded. Over time, Tony ended up spending more and more time withthe company because itwas both the most fun andthe most promising out
tothe CEO Tony Hsieh
Mr. Tony Hsieh is currently employed at Zappos.com, Inc. in the position of Chief Executive Officer and Director. Tony originally got involved with Zappos as an advisor and investor in 1999, about 2 months after the company was founded. Over time, Tony ended up spending more and more time withthe company because itwas both the most fun andthe most promising out
of perishability
Intangibility (souvenirs) – we are not selling product which can be touched, but the feeling, experience - we buy souvenirs of experience-based entertainment, but we cannot take home the experience itself. Itis in our memory, not in our shopping bag.
Temporality (WOM) – at that time, at the cinema, go tothetheme park,
Sociability (with friends)- most people